![]() In a forthcoming paper in the Journal of Marketing, the three of us suggest that companies should follow Vienna’s lead and embrace these unfair negative reviews. ![]() Others, like the Vienna Tourism Board, bought-in with the negative reviews, turning so-called “flaws” into blessings in their advertising campaigns - by, for instance, creating a poster of a couple in a boat on the serene Danube with a caption “Boooring!” and zero stars. Some companies have tried calling out publicly or suing the reviewers. ![]() Given the prevalence of unfair negative reviews, how should companies respond?įirms seem to be split on how to deal with these public expressions of customer disgruntlement. Survey evidence of 1,000 one- and two-star reviews of 60 top-ranked hotels around the world pulled from Tripadvisor using independent judges found that about a quarter of those negative reviews were unfair on some aspects. ![]() ![]() Unfair negative reviews, ones that stem from unrealistic consumer expectations or are focused on something outside of the company’s control, are common on user-review websites. ![]()
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